I received an interesting voicemail message earlier this month.

“Hi Sandra, this is Ann and I’m calling from Stratton Direct. We want you to send us copies of your book, Streetwise Complete Publicity Plans. And we are interested to display your book in our physical bookstore in Manhattan. And this is at no cost to you. Just send us the copies and give me a call as soon as you get this so we can provide you more details. My number is….”

Stratton Direct is the marketing arm of Stratton Press, an author services company.

Here are four reasons I was surprised by the call:

1. Adams Media published Streetwise Complete Publicity Plans in 2003.
2. Considering I wrote it 20 years ago, it is woefully out of date.
3. It has been out of print for years.
4. Unlike many other authors, I haven’t been inundated with unsolicited calls or emails from companies like this. I thought it was because my print-format books are traditionally published. I was wrong.

So of course, I called her back. And took notes.

Why did Ann call?

Ann wanted to offer me shelf space in a brick-and-mortar store for this out-of-print, out-of-date book.

She could accept up to 10 copies. They would keep 10 to 25% of the retail price; I would keep the rest.

She said she was looking at the book on its Amazon sales page, yet, she asked questions that were answered on that screen. “Who published the book?” “What’s the ISBN number?”

But “How is it selling?” Come on, Ann. It’s a how-to book that’s 20 years old. How do you think it’s selling?

The old “You’re an important author” trick

I asked what put me on her radar. “You’re an important author!” she said.

via GIPHY

I could hear my Dad saying, “Don’t kid a kidder.”

I still don’t know how or why I was targeted, or why anyone else is. If you do, please explain it in the comments.

But, wait! There’s more!

Ann asked about my marketing strategy. Have I gotten it into local bookstores, she wondered. She didn’t seem to understand that a book that’s part of a series from a major publisher has more than local distribution. It’s in stores nationwide.

Or in my case, was.

After asking me about my goal for the book, I gave her the answer she wanted: To sell as many books as possible. That was the goal 20 years ago, anyway. (Did she not notice that detail?)

That’s the answer that unlocked the full pitch.

Why, they have a “complete book selling system” that I can take advantage of! It includes placement in their “exclusive online store.” And I can keep 100% of sales from that store.

“Every sale you make goes into your bank account,” she assured me.

via GIPHY

All I need to do is send her my book’s manuscript so Stratton Press can republish it under its name.

My book will get its own sales page in their online store. They’ll market it aggressively on social media.

The new book, personal sales page, and “aggressive” promotion will cost me $3,000. That fee includes warehouse storage for what would be a print-on-demand book, too…even though no storage is required for books that are printed and shipped only after people order them.

Here’s why the Stratton Press pitch is stupid

Stratton Press  is charging a fee for services. But those services have no value.

You have a book already. Why do you need to re-publish it with an operation that’s trawling the internet for authors to flatter? (I refer back to that “important author” statement above.)

Plus, readers don’t buy books from unknown sites like this. They want to buy books from trusted retailers – Amazon, Bookshop, Barnes & Noble, etc. (If you’re trying to sell your book from your own website, you understand this.)

What’s more, the Stratton Direct/Stratton Press website clearly targets authors, not readers. That’s a huge clue that the company’s goal is to fleece authors, not readers.

Don’t fall for it

There are NO reasons for you to buy a Stratton Direct/Stratton Press package. None. Zero. Zip. Nada.

That physical bookstore in Manhattan? It’s “coming this 2023.” (But that’s more hopeful than “next 2023,” right?) Will it ever open? I don’t know, but I’m pretty sure readers won’t be shopping there.

What can this unknown bricks-and-mortar store (that doesn’t exist yet) offer that a favorite indie store can’t? More outdated, out-of-print books like mine.

I think this “coming soon” store was thrown into the mix to tempt authors who desperately want bookstore distribution, but can’t get it, don’t you?

6 signs you’ve heard from a predator

I returned Ann’s phone call because I knew it was from some type of author services company preying on authors who are vulnerable to flattery or other trickery.

I can see why the package offered to me would be attractive to those who are less informed and less cynical than I am. The sample book pages on the Stratton Press site that Ann sent me links to are lovely.

But that’s just smoke and mirrors.

Here are six signs to watch for so you don’t become the victim of a publishing predator.

1. They call. 

Legitimate publishers aren’t calling authors with published books. They just aren’t. And they certainly aren’t calling authors who aren’t already selling a lot of books.

Their goal is to convince you that they can sell lots and lots of books for you.

They can’t.

2. They send email messages.

See above – the good guys aren’t sending emails to unknown authors, either. Delete.

3. They flatter you.

I understand how anyone might be susceptible to a pitch from someone who says they represent a book publisher. We all want to think our books are so special that they attract strangers who will take those books to the next level.

Push past that temptation to think that maybe, just maybe, they are legit. If enough of us hang up the phone, flattery will get them nowhere.

4. They use bait and switch tactics.

My conversation went from “We’ll stock your book for free in our physical bookstore” to “and for $3,000, we’ll do these other things of no value to you” pretty quickly.

5. Googling the company name plus “complaints,” “scam,” or “predator” generates results.

This is the first thing I do when someone in the Build Book Buzz Book Marketing Group on Facebook asks about a publisher.

6. The company is on the ALLi Self-Publishing Services naughty list.

The Alliance of Independent Authors – ALLi – maintains a helpful list of author services companies along with ratings:

• Excellent
• Recommended
• Mixed
• Caution
• Watchdog Advisory

Stratton Press, on page 17 of the list, is in the next-to-the-worst category, “Caution.” Those are “Services that do not currently align with ALLi’s Code of Standards.”

Don’t take the bait

Here are three ways to avoid paying for services you don’t need and that won’t help:

• Stifle your ego. These people aren’t calling because your book is special. They’re calling because they hope you’re a sucker.
• Don’t return a call from anyone who says they’re an agent, publisher, or marketer. Honest, successful people in these categories don’t cold-call unknown authors.
• Keep your credit card in your wallet. Before spending money with “service providers” soliciting your business, Google them using the tip above. Check the ALLi watchdog list. Ask authors in online groups what they know about the companies.

Spread the word

That last point about sharing predator information with other authors is important. One of the best ways to minimize the damage caused by companies that prey on us is to choke off their supply of unsuspecting writers.

The more we talk about and share information about these companies, the more we can help our author peers. You can help immediately by sharing this article in author groups.

I’m glad this happened to me. It offered a firsthand look at how these goobers operate. I hope that sharing my experience here has helped you, too.

I probably haven’t identified all of the signs of a predator. What would you add to this list? Please tell us in a comment.

The company producing the book for her was pitching a six-week publicity “blast” costing $8,000. She did some internet research about the publisher’s publicity services and found author comments saying the services offered weren’t worth the charges.

Um, ya think?

Don’t let them fool you

I checked the publisher’s website and learned that for $6,000, you could get an in-house publicist working on your behalf for six weeks, a “professionally” written book announcement press release sent to a mass media list customized to your book’s needs, a recorded radio interview hosted on the publisher’s website, a copy of that interview for your use, and six weeks of news tracking (probably monitoring for press release use).

I was stunned. Angry. And kind of depressed to think about the authors spending this kind of money for a program that should cost a fraction of what this publisher charges.

It was yet another reminder that authors need more affordable alternatives to pricey packages that are executed by underpaid novices rather than by veteran book publicists who know how to get results by finding newsworthy angles in an author’s work.

Consider the D-I-Y approach

They need to learn how to do it themselves.

It’s just one reason why I created the two “Book Marketing 101: How to Build Book Buzz” courses, one each for fiction and nonfiction.

Both courses are for authors who don’t want or need personalized instructor guidance and feedback and are comfortable with a self-paced, written format.

Compare pricey blast package with D-I-Y instruction

And when I compare the price and content of these two courses with the publisher package, I can’t help but smile. I know which one of us is truly working to make a difference for authors.

Take note of the following for the $97 Book Marketing 101 courses versus a $6,000 publisher package:

+++++

Publisher: Six weeks of attention from a “personal publicist.”

Basic E-course: Learn how to do much more than what the in-house publicist will do for you, and learn how to use your new skills and tactics to get — and keep — your book in the news for as long as it’s available.

+++++

Publisher: A professionally written book announcement press release.

Basic E-course: Content includes a copy of my popular e-book that teaches you how to do it, step-by-step: Get Your Book in the News: How to Write a Press Release That Announces Your Book.

+++++

Publisher: Distribution of your press release to 1,000 media outlets.

Basic E-course: Links to reputable services (probably the same ones that publisher uses) that will do that for you at a cost of around $300 as well as a list of free press release distribution sites.

+++++

Publisher: Recorded audio interview posted on publisher’s website and sent to the author, too.

Basic E-course: Specific instructions on how to get interviewed on “true” radio stations coast-to-coast so that people listening to the radio in their car or on the job will benefit from your expertise and learn about your book.

+++++

Publisher: Six weeks of news tracking.

Basic E-course: Instructions on how to set up free Google Alerts that will track online mentions of your book and your name.

+++++

And that’s not all

The Book Marketing 101 courses also teach you how to:

• Generate book reviews
• Secure priceless media interviews and exposure through a number of effective tactics
• Use social media to promote your book
• Plan and execute a successful virtual book tour
• Use articles to market your book
• Generate public speaking engagements
• Do many other things that will contribute to your book’s long term success

You get all of that, and more, for $97. Compare that to the $6,000 package offered to my author friend.

You owe it to yourself to learn how to promote your book. There’s never been a more affordable and effective way to do that. Check out the Book Marketing 101 courses now.

Questions? Send me a note to sbATbuildbookbuzz.com.

Excellent blast image by Stuart Williams via Compfight